Writing copy and publishing blog posts for a website is essential. It helps you discuss new releases about the company, describe how customers can get the most out of your business and it also leaves a window of opportunity to drive more users to a website.
Through the methods of publishing entertaining and valuable information via blog posts and copy, you could in actual fact, be improving the growth of the company and driving sales forward!
Before relishing in the benefits of blogging and copywriting though, you need to understand what makes a fully optimised blog post.
Trending Topics & Relevant Content
Before you begin writing copy, you need to ensure that efforts, resources and time are not wasted. Many organisations pump out masses of content every day, but, if it’s not trending or relevant to your audience, it will not get clicked on and engaged with – therefore not supporting the aims and objectives of the organisation.
So, to find out what is trending and what your potential customers are searching for, you should look up keywords and phrases.
Google Trends, Google Keyword Planner, Alexa.com, SEMrush Keyword Magic Tool. All of these resources and online software can help you pick relevant keywords for your content or campaign.
If you’re writing about a new release within a company, you need to check what keyword to use, what comes up frequently in search engine searches and the volume of searches per month/annum etc.
Google Trends allows businesses to identify trending keywords in search engines so that you know what content is being searched and consumed.
When you have done your research about the kinds of keywords you’re going to implement into your content and the topic in which you’re going to be writing about, it’s time to focus on planning the objective.
Loading up your written copy with your keywords will help you get found better on search engines. Deciding on keywords that have a standout (but not too saturated) number of searches will alsoo boost your position in search engines and success in terms of being found.
Keep an eye out
In copy, avoid keyword stuffing, white space keywords, and other blackhat methods of integrating your keyword into your content. This can be identified as Spam, and your content page, or worse- website, could be blacklisted by search engines!
Planning the Objective
Planning an objective is the second and one of the most vital parts of optimising blog writing.
Setting an objective is the process of deciding what you want your audience to do when reading this blog post.
Do you want them to just read and understand the information within the blog? Do you want your audience to watch something embedded in the blog? Do you want your audience to click a button or hyperlink? Or, do you want your audience to buy something on an external extension to the blog?
Identifying the objective to the blog will optimise your blog in that you’re meeting the aims and objectives of the campaign once you’re conscious of the fact you have to add in prompts to complete this action.
Remind your readers about the objective time and time again throughout the copy, however, be vigilant that you’re not coming across as sales based. After all, users will only carry on consuming your content if it is entertaining and valuable.
Keep your organisation in the loop
A key, but not influential, stage in the process of optimising a blog post is to keep your organisation and superiors in the loop.
By adding the process of your blog post, and the role it holds within the campaign in which this blog belongs, to an editorial calendar, you’re keeping fellow colleagues and people within managerial roles informed as to what progress is being made to meet the aims and objectives of the campaign/business.
In short, if you’re evidently communicating to your team or members of the business that you’re constructively producing and publishing content that drives traffic to the website and supports the aims of the company, the department can function at a more efficient rate.
It may seem detached to the purpose of the blog, but by inputting progress, topics, the blog plan, and the objective of the blog into an editorial calendar that your team have access to, everyone is in the loop and meeting the targets of the campaign will be more achievable!
Within a blog, you want to ensure you’re adding links. Not only links in terms of your Objective, but links to external sites. Maybe at the end of your blog post, you want the user to end up on your other blog posts, so you link to blog posts similar.
When a user is on any digital channel or platform of yours, the last thing you want them to do is leave without making a purchase or driving profits to your business. Therefore, once they have seen content from your brand, direct them somewhere else, then somewhere else. Give them links to click, social media channels to follow and products to buy.
Upsell, include a call to action. Don’t let them exit the page without completely getting all they came for.
“read similar content, here”, “get the 30-day Free Trial, here”, “there’s now Free Delivery for the next 24 hours, redeem here”. Blog posts should have the ability to add links without it seeming like a sales pitch. They don’t have to flash and be bright and bold, they just need to give your users somewhere to go next.
Word count – The word count in a fully optimised blog should be at least 1,500 words. You user may not reach the end, but it’s the ideal word count for you to fully max out your SEO, keyword integration, link embedding throughout so they complete an action, and to get your point accross.
Images and interactivity – The world has changed. We’re shifting from written, static content on digital devices to moving, short, subtitled video clips that are valuable, engaging and entertaining. So, if possible, include some of that! Don’t bore your users to death with mounds of text; break it up with a YouTube Video or a TikTok (relative to the content, of course).
Finally, focus again on SEO. With WordPress blogs, you should have access to embed Yoast. This feature allows you to view your SEO analysis and turn red points, to green!
So, as with everything in business, the common denominator in this whole concept is meeting the aims and objectives of the company.
Are you making it easy to be found on search engines? Are you giving your users somewhere to go next with Call T Actions? Are you driving growth and profits forward with everything you’re publishing in terms of content? Are you adding value to your brand by being a source of credibility?
By following each of these stages, you’re equipped to create Fully Optimised Blog Posts.
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